This is a presentation I developed on Retail Marketing Consumer trends. It was presented last year at the POPAI South Africa conference in Johannesburg in 2012

1. INTELLIGENCE, INSIGHT AND IMPLEMENTATION

2. ONLY TWO THINGS ARE CERTAIN

3. NEED FOR GROWTH

4. THERE IS A TENDENCY TO FOCUS ON THE PRODUCT/SEGMENT/CATEGORY

5. 8/10 NEW PRODUCT RELEASES FAIL.
IN EUROPE NEW PRODUCTS SURVIVE ONSHELF FOR 10 WEEKS
IN JAPAN, IT’S ONLY 2!
YET…

6. THERE IS A TENDENCY TO FOCUS ON THE STORE DESIGN/ASSORTMENT/PRICE

7. YET…
According to the research, in the UK, nearly 15,000 shops closed in town centres between
2000 and 2009, but a further 10,000 shut in 2010 and 2011. (DAILY MIRROR 2012)

8. THERE IS A TENDENCY TO FOCUS SOLELY ON THE CAMPAIGN…

9. YET…
PWC puts worldwide ad spend at $467 billion across all media in 2013, while
consumer confidence in advertising is at an all time low

10. BIG THINGS ARE DONE WELL - IT’S THE SMALL THINGS THAT ARE DONE POORLY

11. MADE IT MUCH HARDER THAN IT LOOKS

12. THE SECRET IS MORE ABOUT PHYSICS THAN PSYCHOLOGY ..

13. 8 MILLION BRANDS!
8 MILLION BRANDS TO CHOSE FROM, ONLY 28 MINUTES TO BUY

14. 1680 seconds
30 000 products
& MOST COMMON NUMBER OF ITEMS PER TRIP?
”INSIDE THE MIND OF THE SHOPPER” Herb Sorenson
N(p)/T = ?

15. MORE THAN 80% OF THE TRIP ON THE MOVE

16. ON AUTOPILOT..
This Kantar World Panel data shows that on subsequent shopping trips, 80% of the time the
shopper buys either the exact same item on the next trip, or perhaps a different variety of the
same brand, while 20% of the time they may purchase a different brand from that category.

18. MOVING INTO A MULTI CHANNEL ENVIRONMENT

19. ONLY OBJECTIVE CAN BE TO DESIGN BETTER EXPERIENCES

20. MARKETBRAND
CUSTOMER STOREBUYER
OUR FOCUS IS BUILDING RELATIONSHIPS

21. MARKETBRAND
CUSTOMER STOREBUYER
INTELLIGENCE INSIGHT
IMPLEMENTATION

22. 3D STRATEGIC RELATIONSHIP MODEL

23. DESPITE THE INTELLIGENCE

24. THE TROUBLE IS ONE OF SCALE…

25. NOT FOR SISSIES..

26. ITS ABOUT BUILDING EMOTIONAL CONNECTIONS (MILLIONS OF THEM)

27. SALES VS MARKETING. OPERATIONS VS CUSTOMER

28. POORLY IMPLEMENTED

29. AND THE WRONG MEASURES

30. WHAT % OF CUSTOMERS COME INTO YOUR STORE
AND DON’T BUY ANY OF YOUR PRODUCTS?

31. “It’s the second time a person chooses to buy your
brand that is more important than the first.. “
ME (2010)
THE GAME IS IN FLUX…

32. THE TOP 100 BRANDS REPORT

33. THERE IS NO SHORTAGE OF GOOD IDEAS.
THE TROUBLE IS GETTING THE OLD ONES OUT.
DEE HOCK.

34. SOME OF THEM CAME INTO BEING MANY YEARS AGO..

35. OPEN FOR BUSINESS 24/7

36. DIGITAL INTEGRATION IS A GIVEN
GENERAL MOTORS

37. BIRTH OF A NEW BREED OF (MOBILE) SHOPPER

38. 1. MARKETING AS SERVICE DESIGN
2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
3. THE STORE BECOMES THE PRODUCT
EXPERIENCE CENTRE
REINVENTION FOR RETAIL & REVOLUTION FOR BRANDS

39. 1. MARKETING AS SERVICE DESIGN..
Marketing as Service Design offers a new mandate for marketing
departments; it not only improves the brand experience, but creates
value and transforms business, often by transforming the lives of the
customers. The challenge for the marketers and agencies helping them is
reprogramming their objectives to towards continually building and
sustaining value for the long term.

40. 1. MARKETING AS SERVICE DESIGN..
SAYDUCK

41. 1. MARKETING AS SERVICE DESIGN..
ORCA RESCUE DRIVE FOR STRANDED MOTORISTS

42. 1. MARKETING AS SERVICE DESIGN..
LOREAL- MY COLOURIST

43. 1. MARKETING AS SERVICE DESIGN..
NEIMAN MARCUS – NM SERVICE

44. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
Shoppers are sharing their personal data with retailers and brands
through opt-in platforms to trade for a better level of service. By having
access to the information like preferences and purchase histories - sales
associates and service representatives can deliver more personalised
interactions and tailor product recommendations. This allows for a more
customised and thoughtful shopping experience.

45. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
KURT GEIGER SA – VIP SUITCASE

46. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
STOP & SHOP – SCAN IT CHECKOUT

47. 2. REDEFINE LOYALTY AND THE VALUE OF LIFE
LONG CUSTOMER (PERSONALISATION)
COCA COLA (AUS) – LABEL NAME

48. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
Despite the threat of online shopping and digitally empowered consumers
the physical store will remain as important as ever in the delivery of
meaningful human-led product experiences. The role of the physical store
will evolve from transactional to experiential – and according to Deloitte
Store 3.0 Survey 2011 “in 5 years, providing the customer with a
compelling brand experience will become the primary function of the
store..”

49. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
APPLE - STORES

50. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE
SPRINKLES - ATM

51. 3. THE STORE BECOMES THE PRODUCT EXPERIENCE CENTRE

52. SO WHAT NOW?

54. “Do or do not. There is no try”

55. REFERENCES
SPRINGWISE.COM
TRENDCENTRAL.COM
PSFK.COM
SMARTBRIEF
BRANDWEEK
ADVERTISING AGE
MOST CONTAGIOUS MAGAZINE
WIRED
TED.COM
TNS SHOPPER BLOG
SHOPPER CULTURE.COM
HARVARD BUSINESS REVIEW
WHY WE BUY - UNDERHILL
BUYOLOGY - LINDSTROM
INSIDE THE MIND OF THE SHOPPER - SORENSEN